Tired TikTok

Production | Author of Huxiao Commercial Consumption Group | Editor Zhou Yueming | Picture by Miao Zhengqing | Visual China In mid September, TikTok signed the most expensive office lease agreement in Silicon Valley this year.
The new office is located opposite the San Jose International Airport and in the core area of Silicon Valley.
According to the San Jose Mercury, the area is about 658000 square feet, or 61130 square meters.
At the same time, according to the data provided by the recruitment website Indeed, TikTok has also recruited more than 900 posts in London in recent weeks.
While Meta, Snap, Google and other large overseas factories are cutting jobs, TikTok seems to be bucking the trend.
In fact, before that, TikTok also experienced a round of major personnel adjustment.
In June, the London team broke out a wave of resignation.
Since the end of August, TikTok employees in the US have also been "optimized".
When the internal restructuring, the external competitors are also eyeing.
At the recently concluded annual coding conference of the US scientific and technological community, a group of Silicon Valley giants concentrated their firepower on TikTok, and staged a "TikTok Criticism Conference".
"The discussion that troubled TikTok's development in Europe and the United States mainly focused on these issues: localization team management, slow development of e-commerce business, and information security." Wang Xianglei, a senior industry insider, told Hu Xiang.
According to an insider familiar with the American team, Tiger Smell said that since last year, TikTok no longer allowed employees to ask questions at the weekly meeting, and thought that employees' questions had become too negative.
Some employees believe that TikTok's salary is lower than that of other large technology companies, and the basis for performance scoring is not clear enough.
(In TikTok's system, obtaining a high performance score is a prerequisite for stock distribution.).
Despite the expansion of offices in Europe and the United States, these problems are still difficult for TikTok.
The tired advertising team "The layoffs are mainly concentrated in the advertising sales and brand operation departments.
About 20 people are cut every week, and the total number is unknown." A person familiar with TikTok said to Hu Xiang when describing the changes of the American team before.
Compared with the large turnover of the London team, the reorganization of the American team is not so "fierce".
In the eyes of some insiders, this is a normal adjustment.
According to them, some of the employees who have been "optimized" this time can also be transferred internally.
Compared with London, many of the management of the American team are Americans, who have a relatively greater say.
However, this does not mean that the management problems of the London team have been well solved in the US team.
Industry insiders familiar with TikTok's US team told Tiger Smell that many employees had opinions about the revenue target set by the company and thought it was too radical, including the advertising team that had been "optimized" before.
The team has also been highly mobile.
"TikTok's advertising business is running at a high speed, which is a high target for employees," he said.
Looking back on the development of TikTok's advertising business in recent years, compared with the slow promotion of e-commerce business, the momentum is particularly rapid.
According to Insider Intelli